The PUMA Courtyard was designed as a creative retreat – a physical expression of the brand’s identity. Style, movement, and culture came together in a space grounded in community and layered with intention.
Every element encouraged self-expression. From material choices to lighting, the environment balanced tradition with edge – familiar but unexpected, intimate and full of energy.

Guests shaped the experience on their own terms. At the customization station, they added sneaker charms or heat-pressed their initials. At the Bakhoor station, they explored curated oud scents tailored to their personal style, adding a sensory thread to the night.

The evening culminated in a reimagined fashion showcase. Without a traditional runway, models flowed through the space, moving among the guests and shifting the spotlight with every step. A living, dynamic presentation that blurred the lines between performance and presence.